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April partner bootcamp deck cookieless future
The document outlines an agenda for a partner bootcamp focused on transitioning to a cookieless future while maximizing first-party data strategies. It highlights the importance of customer data platforms (CDPs) in improving marketing efficiency and revenue, and introduces the Acquia Certified Practices program for partner development and technical mastery. Key insights include the shift in consumer attitudes regarding data privacy and the benefits of integrating first-party data for personalized marketing and customer engagement.
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April partner bootcamp deck cookieless future
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- 2. TODAY’S AGENDA Welcome andIntroductions 30 min Cookieless Future, Karen Wood and Eric Fullerton 5 min LIVE Q&A 20 min Acquia Practice Certification, Mark Royko 5 min LIVE Q&A 2 min QUIZ: stay till the end to win a Prize ( $50 Amazon Voucher)
- 3. PLANNING FOR A COOKIELESSFUTURE KAREN WOOD Dir. Product Marketing ERIC FULLERTON Dir. Product Marketing
- 4. 2021 GARTNER LEADERIN OPEN SOURCE DIGITAL EXPERIENCES (DXP) 1M+ registered users on drupal.org 5B transactions 1B machine learning predictions calculated per day 2% of web on Drupal 2M+ unique visitors per month to drupal.org Fastest rising DX platform in last 3 years 1B customer profiles 99.98% Actual uptime 4500 + Customers 15 years experience #1 IN CDP 100% SLA Response to critical issues 25B events processed per day 1 OUT OF 40 sites in the world run on Drupal 94% Customer Sat Rating 3500 Support Requests completed per month
- 5. Third-party data thisis data from outside your organization and typically collected by web cookie tracking from multiple sources such as browsing and advertising. First-party data is gathered by tracking and observing user behavior on a website and interpreted by marketers to build out segmentation and targeting effort. Zero-party data this information is a more detailed version of first-party data and addresses such things as communication preferences (for example, a customer stating they’d like to receive a weekly newsletter).
- 6. THE MARKET ISSHIFTING AWAY FROM THIRD-PARTY COOKIES Compliance Shifting Consumer Attitudes Death of the Cookie – …& many more 79% of Americans are concerned about how their data is being used by companies. (Pew Research Center) 84% of consumers say they want more control over how their data is being used. (Cisco) 80% of consumers say they are comfortable sharing personal information directly with a brand if it leads to personalized marketing messages. (Emarketer)
- 7. THE TIME FORA FIRST-PARTY DATA STRATEGY IS NOW What can a first party data strategy do? 1. Reduce wasteful ad spending 2. Boost your profit margin 3. Increase customer engagement, loyalty, and lifetime value 4. Enable smarter business planning and strategy 5. Give customers the relevant experiences they crave “Companies that link all of their first-party data sources can generate double the incremental revenue from a single ad placement, communication, or outreach, and 1.5 times the improvement in cost efficiency over companies with limited data integration.”
- 8. FIRST-PARTY DATA ELEVATESAND TRANSFORMS EXPERIENCES CLIENTELING CALL CENTER KIOSK SMART MIRROR ECOMMERCE MOBILE EMAIL UNIFIED CUSTOMER DATA FACEBOOK
- 9. WHERE TO START?PRIORITIZE YOUR USE CASES CLIENTELING CALL CENTER KIOSK SMART MIRROR ECOMMERCE MOBILE EMAIL UNIFIED CUSTOMER DATA FACEBOOK I want to reactivate customers likely to churn I want to recommend products that customers are likely to buy I want to personalize in-store experiences I want to acquire customers likely to have high LTV
- 10. ACQUISITION CONVERSION GROWTHRETENTION REACTIVATION ROAS REVENUE LOYALTY - Lookalike Campaigns - Personalization - Facebook category promotion - Abandoned AdWords - Outreach optimization - Proximity targeting - Attribution modeling - Abandoned cart, browse, category - Subscribers to buyers - Discount optimization - Product recommendations - Likelihood to buy (LTB) - Purchase follow up - 1X to 2X - 2X + - Order Anniversary - Birthday/lifecycle promotion - Repurchase - Next order offer - X-sell campaigns - Churn prevention - Clienteling - VIP private sale - VIP store opening - Loyalty program - Personalize call center/ customer service - Reactivation campaigns - Facebook reactivation INSIGHTS DRIVE STRATEGIC BUSINESS DECISIONS TO GROW CUSTOMER LIFETIME VALUE ENGAGEMENT PROFITABILITY WITH THE RIGHT APPROACH, USE CASES ARE LIMITLESS
- 11. INTEREST Search for jacket onweb Personalized in-store recommendation Browse other jackets & reviews Receives cart-abandon email & ads for jacket Purchases jacket Receives email confirmation Checks delivery status using voice connected device Receives a personalized offer Rates new jacket Shares on social media AWARENESS CONSIDERATION PURCHASE RETENTION ADVOCACY INTEREST AWARENESS PURCHASE RETENTION ADVOCACY CUSTOMER LIFECYCLE
- 12. CONTENT SILOS DATA SILOS ORG SILOS SILOS EVERYWHERE LEADTO DUPLICATION & DISCONNECT
- 13. THE GRAPEVINE Everyone knowsthe “Grapevine” of any office is the place your hear all the important insight!! But is it real?
- 14. CONTENT SILOS DATA SILOS ORG SILOS GRAPEVINE SILOS EVERYWHERE LEADTO DUPLICATION & DISCONNECT
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- 16. ACTIVATION FIRST Siloed, duplicate customerdata DISCONNECTED SYSTEMS RESULT FROM AN ACTIVATION FIRST APPROACH
- 17. Unified customer data DATA FIRST UNIFIEDDATA MEANS FEWER, MORE EFFECTIVE COMMUNICATIONS
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- 19. AWARENESS INTEREST CONSIDERATION PURCHASE No need toplay the “numbers game” at the top of the funnel TODAY NEW More targeted approach based on ML cohort, gives you a skinny at the top, but fatter at the bottom funnel This extra ‘bulk’ mid-funnel is extra cost THE COOKIELESS FUNNEL
- 20. BUILDING TRUST Audience accessneeds to be primarily earned & nurtured with immediate & ongoing value exchange.
- 21. EMPOWER YOUR CUSTOMER Empowering yourcustomers to control how they engage with your brands, deciding what information to share, and how they wish to be engaged
- 22. PRIVACY Privacy laws andchanges in cookie management can benefit both businesses and consumers by allowing consumers to play an active, upfront role in their own data-driven experiences.
- 23. THE CHALLENGE: – Datais disparate and disconnected – Teams don’t have direct access – Data is inaccurate THE OPPORTUNITY: Grow business revenue and customer lifetime value by harnessing the power of data
- 24. Call Center Website Identity Data POS &Inventory Systems BI Systems Web Personalization Digital Ad Campaigns E-commerce Systems CRM Direct Mail & ESP THE SILOED APPROACH TURNS A DIFFICULT TASK INTO AN IMPOSSIBLE ONE
- 25. CUSTOMER DATA PLATFORM ACDP is a marketing system that unifies a company's customer data from marketing and other channels to enable customer modeling and optimize the timing and targeting of messages and offers. DEFINITION Lizzy Foo Kune, James Meyers — Gartner Research March 2018 WHY CDP? 1 Foundation of clean, intelligent customer data 2 Analytics enabling a true understanding customer data 3 Ability to activate data for all marketing, advertising, & customer-facing teams
- 26. CRM E-commerce Systems Acquia Personalization Analytics POS & Inventory Systems BI Systems REDEFINEYOUR DATA STRATEGY WITH THE POWER OF FIRST-PARTY DATA ESP
- 27. AGILE CDP Powering Insightand Engagement Across Your Business INTEGRATE UNIFY ANALYZE ENGAGE OPTIMIZE INTELLIGENCE OPTIMIZING EXECUTION ACROSS THE BUSINESS – Digital Marketers – CRM Leaders – Analytics Leaders – IT Leaders – Data Scientists – Local Managers
- 28. THE IDEAL SOLUTION: ANAGILE CDP WITH FIVE CORE DIFFERENTIATORS INTEGRATE UNIFY ANALYZE ENGAGE OPTIMIZE INTELLIGENCE Proven Experience and Enterprise Scale With 16+ years of experience, we provide more ROI for enterprise brands than any other solution Total 360 View of Customer 360 customer view resolved from profile, event, and transactional data across channels with best in class Identity Resolution Data Democratization Give marketers, analysts, and customer-facing teams self-service access to the insights they need Machine Learning for Marketers Use AI to easily segment audiences for personalized cross-channel campaigns Unified Analytics, Personalization, Orchestration & Engagement Optimize CX through content and data management all unified in one platform
- 29. 17 Ferry Lane,New Braunfels TX (moved from 123 Main St, Los Gatos CA on June 30, 2017) (404) 555 1212 [email protected] (primary, active) [email protected] (unsubscribed) loyaltyID#15: silver (active) $2840 Lifetime transactions: 5 Customer since: February 14, 2017 Last transaction: August 14, 2017 ML: High LTB, VIP Customer, Accessories Enthusiast, High LTE Events: Call center ticket, browsing events, coupon usage loyalty signup Catherine (Katey) Cartwright 17 Ferry Lane, New Braunfels TX (moved from 123 Main St, Los Gatos CA on June 30, 2017) (404) 555 1212 [email protected] (primary, active) [email protected] (unsubscribed) loyaltyID#15: silver (active) $2840 Lifetime transactions: 5 Customer since: February 14, 2017 Last transaction: August 14, 2017 ML: High LTB, VIP Customer, Accessories Enthusiast, High LTE Events: Call center ticket, browsing events, coupon usage loyalty signup Catherine (Katey) Cartwright Customer Experience Timeline Mobile guest checkout May 25, 2017 No customerID Order #123 CC hash #18 Katey Cartwright 123 Main St, Los Gatos [email protected] Product F $30 Product G $20 Purchase & New Loyalty Card June 13, 2017 LoyaltyID #15 Catherine Cartwright [email protected] Product G $20 Product H $10 Abandoned cart August 13, 2017 Web Account #12 [email protected] Browsed Product T $20 Add to cart Product N $70 Call center ticket June 14, 2017 Order #123 Call center ID#14 [email protected] Product G return -$20 Store ship-to home August 14, 2017 TransactionID #45 Katey Cartwright [email protected] (404) 555 1212 17 Ferry Lane, Westport CC hash #18 Product T $20 Credit card purchase February 14, 2017 CC hash#18 Product A $50 Product B $60 BEFORE Acquia LoyaltyID #15 Catherine Cartwright [email protected] Purchased G & H Value = $30 Web account #12 Kate [email protected] Purchased T & N Value = $90 Call center ID#14 Catherine Cartwright [email protected] Returned G Value = -$20 No accountID Kate Cartwright [email protected] Purchased F&G Value = $50 POS Tx #45 Kate Cartwright [email protected] 17 ferry lane 404 555 1212 Purchased T Value = $20 WITH Acquia IDENTITY RESOLUTION ENGINE
- 30. Example of IdentityResolution in Action Customer Example: lululemon Overview of Environment ● 900 Stores in North America. ● Datasources: JDA – product feeds, Bronto -- email, Oracle CE—store & loyalty data, Vibes—SMS Summary of Results ● 68m customer records from raw data ● 18m unique IDs after deduplication ● 140k records with bad phone numbers were corrected ● 32k addresses that matched a store were cleaned up ● Much greater accuracy in identifying top 10% of customers and what their LTV is (detail on next slide)
- 31. Unlock and DemocratizeData Across Different Teams – Management view Analytics for the marketer, analyst, data scientist, and more – Cohort Analysis (audience insights, a/b testing analysis, campaign performance, temporal cohort tracking) – KPIs – Ad hoc analytics – Root-cause analysis – Advanced analytics – ML Model building – ML Model deployment Dashboards Ad hoc analytics Direct query access ML/Data Scientist
- 32. Scale Beyond Comparison TOTALTRANSACTIONS (all txns processed every day) TOTAL PRE-DE-DUPE CUSTOMERS TOTAL POST-DE-DUPE CUSTOMERS TOTAL EVENTS TOTAL EVENTS INGESTED PER DAY NUMBER OF AI PREDICTIONS PER DAY 21B 3B 1.5B 112B 8B 1.4B
- 33. overall sales margin +30% emailopen rates +233% return on ad spend +333% ROAS in paid search to website +5x revenue from one holiday win-back campaign +$250K omnichannel shoppers +344% +15% in baseline sales revenue call center conversions +24% WE ARE THE FIRST-PARTY DATA STRATEGY & REVENUE DRIVER FOR GLOBAL BRANDS
- 34. KPI AVERAGE RESULTFOR ACQUIA CUSTOMERS Email CTR Increase by 50% Revenue per email sent Increase by 25% Return on ad spend Increase by 150% Call center conversion Increase by 100% Total omnichannel customers Increase by 200% Total loyalty members Increase by 200% Customer lifetime value Increase by 300% Business revenue Increase by 20% AVERAGE ROI REPORTED BY CUSTOMERS
- 35. TASK BEFORE ACQUIACDP WITH ACQUIA CDP Pull a customer list for direct mail 2 weeks 10 minutes Execute a Facebook campaign 3 weeks 30 minutes Execute an email campaign 2-3 weeks 30 minutes Execute an SMS campaign 1.5 weeks 30 minutes Selecting data for campaign 2 weeks 30 minutes Customer service can see details Not possible Refreshes daily Internal CRM team can access customer profile Not possible Direct access Run basic counts and audience segment size No direct access Direct access Send data to multiple 3rd party suppliers (Print house, Facebook, etc.) within 30 minutes Not possible 10 minutes Build detailed campaign selections in Actions 1 week Direct access Surface customer barcode number in call center Not possible Daily INCREASE OPERATIONAL EFFICIENCY
- 36. DATA DRIVEN MARKETINGMATURITY MODEL MATURITY T r i g g e r e d C a m p a i g n s S e g m e n t e d E m a i l T a r g e t e d D i r e c t M a i l S o c i a l A u d i e n c e s A d N e t w o r k A u d i e n c e s s L i f e c y c l e C a m p a i g n s I n - S t o r e C l i e n t e l i n g W e b P e r s o n a l i z a t i o n I n - s t o r e T r a ffi c C a p t u r e C a l l C e n t e r 3 6 0 P r e d i c t i v e O p t i m i z a t i o n D y n a m i c P e r s o n a l i z a t i o n J o u r n e y M a n a g e m e n t BEGINNER INTERMEDIATE ADVANCED
- 37. REALCDP - 3RDPARTY AUDIT
- 38. DRUPAL CLOUD Build, designand run sites and applications MARKETING CLOUD Understand, personalize and engage with customers on any channel O P E N D X P
- 39. Data Flow AcrossCDP, Campaign Studio, and Personalization Personalization CDP Campaign Studio Lists & personalization attributes Channel activity Preferences Lists & personalization attributes Customer intelligence hub Identity Resolution, business intelligence & ML Multi-touch journey builder All web activity Tailored web content Sign-ups Emails & SMS Online, Offline, and 3rd party system data Website personalization engine
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- 41. Introducing: Acquia Certified Practices Mark Royko AcquiaPractice Development
- 42. WE’RE ANTICIPATING ABIG, BRIGHT FUTURE WITH PRODUCTS THAT EXTEND YOUR ENGAGEMENTS
- 43. Our Success isBuilt on Your Success PRACTICE DEVELOPMENT Acquia invests heavily in our partners through products, training and support. Because more than anything, we believe that successful engagements fuel growth for both Acquia AND its partners.
- 44. TECHNICAL MASTERY Our community trulyunderstands the importance of technical competency. And Acquia is right there with you, with 24 different certifications for developers. Because when you can deliver, you become more valuable.
- 45. WHAT’S MISSING? ● Howdo you tell your clients about your expertise as a company? ● How can you expand your business into new markets and products when you lack the expertise? ● How can you stand apart as leaders in your field?
- 46. Introducing: Acquia CertifiedPractices The Acquia Certified Practice Program rewards partners who demonstrate a mastery of Acquia’s Cloud Platform, proving their ability to lead clients through transformative business engagements across all our technologies.
- 47. REAL ACHIEVEMENT Becoming anAcquia Certified Practice is a true achievement for partner teams. The standards are rigorous, and your ability to deliver these technologies must be unquestionable.
- 48. ACP DRUPAL CLOUDPRACTICE REQUIREMENTS ENGAGEMENT EXPERIENCE 4 Successful Engagements on Acquia Cloud Platform in previous year. DEVELOPER CERTIFICATIONS 2 Grand Masters or 10 developer certifications in any of the following. – Acquia Platform (Cloud Professional) – Acquia Site Studio 6 Site Builder – Acquia Certified Front End (D8 or D9) – Acquia Certified Back End Developer (D8 or D9) – Acquia Certified Site Factory Pro COMMUNITY CONTRIBUTIONS Partner required to make regular contributions to development or documentation efforts on Drupal.org (Module development, Core Patches, etc.). Should demonstrate thought leadership, IP, training workshops, etc. CUSTOMER SATISFACTION 2 Positive overall customer satisfaction reports based on post-launch survey
- 49. Learned: Commit to buildingdevelopment teams through paid workshops and by fulfilling exam requirements. Then work with Acquia to deliver real world engagements. Earned: You can earn certification by meeting these requirements through building developer teams, and through successfully delivering Acquia Engagements.
- 50. ● Access toHigher-Value, Qualified Acquia Leads. ● Product-wide technical bulletins for dev teams ● Promoted Positioning in the upcoming Partner Marketplace. ● Logo promotion in Partner Finder. ● Marketing Assets: Partner Success Story (Template). ● #PartnersInDX Content Series ● Invitation into PR, AR, and Brand-level activities. ● Expedited Access To Product Development Environments. (Sand Boxes.) ● Partner Certification Badges, Vertical Emphasis ● Partner Spotlight Series ACP Partner Benefits: Rewards For Your Acquia Commitment
- 51. NEXT STEPS: ● StartBuilding Up Your Engagement Teams ● Dive in to marketing cloud ● Arrange for training workshops on Acquia products ● Sign up for program updates. ● Reach out: [email protected]
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